Fun fact: The server based browser isn't THAT bad.
I would rather have a normal main menu though, and the lack of ability to integrate it into Steam as a non-Steam game is annoying.
The browser based function is incredibly anti-piracy though, if you think about it. You have to have a validated account to access the BattleLog and it's going to be very hard for pirates to find a way around it. So far this is like the only method probably that's worked but I fear that it will become the top form of DRM where all games check-in first with a browser-based game launcher.